Marketing Strategies
With improving market conditions in 2024, the Company saw greater opportunities to implement diverse marketing strategies. To capitalize on these opportunities, Karmart Public Company Limited expanded its brand portfolio to cater to new customer segments while also strengthening its existing customer base. The Company's strategic approach was categorized as follow:
The strategic plans for 2024 are outlined below:
- Makeup products have regained significant consumer interest, creating numerous opportunities for the Company to launch a wide variety of new products across multiple brands. This renewed demand has also enabled the expansion of customer segments and the introduction of innovative product concepts. In addition to the success of LIP IT, the Company has expanded its makeup portfolio in 2024. Along with Catchy Nesty, a new brand, the Company also introduced Get Skin by EYETA, a clean beauty skincare-infused makeup line. The Company remains committed to trendsetting by conducting thorough consumer research and continuously exploring new ingredients and innovations. These efforts aim to establish or align with market trends while catering to evolving consumer demands. At the same time, the Company ensures that each brand maintains its unique identity and product differentiation.
- Skincare remains a highly competitive market, characterized by diverse consumer preferences and strong brand loyalty. The Company is committed to developing products that effectively meet a broad range of consumer needs while incorporating new innovations and unique ingredients to enhance product differentiation. This approach not only increases product value but also reinforces consumer confidence in both beauty and skin health.
In 2024, the Company undertook a brand repositioning for its Cathy Doll and Baby Bright skincare lines to elevate brand perception and strengthen consumer trust. Additionally, the Company expanded its skincare portfolio with the launch of DR. Niks, a brand specializing in skin-nourishing masks, ACCA by Dr. DSP, a cosmeceutical line, and also secured exclusive distribution rights for IFME Skincare in Thailand, targeting mothers and children as a new consumer segment. - Consumer products constitute a significant market segment known for its fierce competition and substantial consumer demand, given their indispensable role in daily life. This dynamic prompts the emergence of new product brands annually, each aiming to secure market share. The Company offers items such as bath products, oral care essentials, hair care solutions, and dishwashing items in this sector, and focuses on implementation of strategies to build and retain the loyalty of existing customers while fostering continuous usage. The Company also strategically expands its market reach across both offline and online platforms to sustain its market presence and attract new clientele. In the past year, new brands such as Hair It in the Hair Care category was also launched to diversify the Company’s product portfolio, with the brand’s fundamentals underscoring product quality and safety through rigorous testing and fostering consumer trust.
- Dietary supplement market continues to exhibit strong consumer interest, driven by a growing focus on health and wellness. Shifting consumer behaviors have fueled demand for both internal and external health solutions, creating opportunities for new entrants aiming to introduce unique and differentiated products to meet evolving needs. The competitive landscape requires brands to establish clear product differentiation to maintain relevance and market share.
Recognizing this trend, the Company has strengthened its competitive positioning in the supplement sector by offering a diverse range of products tailored to meet consumer demands. These include detox supplements, skincare-enhancing supplements, weight management formulas, and overall health supplements. The Company primarily markets its products through retail and online channels, ensuring accessibility and visibility. To expand its premium consumer segment, the Company has also introduced Dr. DSP, a premium supplement brand catering to health-conscious consumers seeking high-quality formulations. - Aromatherapy and spa products, which were once considered niche items, have gained significant popularity in recent years. Increasingly, consumers recognize the value of these products in promoting relaxation and relieving stress in daily life. While the market has historically been dominated by a few major players, a growing number of new brands are entering the space, driven by rising consumer demand. Modern consumers are shifting towards using these products at home or in the workplace rather than visiting spas, prompting brands to diversify and expand their offerings to meet these changing preferences. The Company has long been a distributor of aromatherapy products, with key offerings such as reed diffusers, essential oils, perfumes, and natural skincare products like shampoos, body washes, and lotions. These products are primarily sold through standalone stores under the 'Reunrom' brand, as well as at Karmart stores and leading department stores like ICONSIAM and Siam Paragon. Additionally, Reunrom products are available on online marketplaces and dedicated e-commerce platforms, enhancing accessibility to target consumers.
- Within the digital environment, the Company is strategically expanding its market reach through innovative online channels to drive sales and maximize product accessibility. This includes utilizing live-streaming agents for product sales, enhancing social media presence on platforms such as Facebook, and broadening its footprint on additional marketplace platforms. Furthermore, the Company has introduced separate online stores for each brand, moving beyond the previous single Karmart store that offered all brands. This approach has led to a remarkable 300% increase in sales compared to the previous year.
- Concurrently, another key focus of the Company lies with the collaboration with more retail distributors and establishing a stronger presence in local communities and the mass market.
- The Company continues to expand its retail footprint by increasing sales space across modern trade outlets, specialty stores such as Moshi Moshi and Mr. DIY, as well as chain pharmacies. In addition, the Company strategically ensures product availability on all online platforms operated by modern trade retailers and distributors, enhancing brand visibility and accessibility for consumers while driving sales growth. To reinforce market presence, the Company collaborates with partners on various sales promotion activities, including special discounts, product exchange programs, free samples, complimentary gifts, and exclusive loyalty rewards. These initiatives are integral to the Company’s marketing strategy, designed to enhance brand engagement and customer conversion rates.
- The Company has significantly expanded its use of Out-of-Home (OOH) advertising compared to the previous year, driven by consumers' growing confidence and return to normal lifestyles. This shift presents a valuable opportunity to increase brand visibility and enhance product awareness among a wider audience.
- There has been a notable expansion in the diversity of online advertising formats, particularly those leveraging social media platforms. This includes partnerships with beauty bloggers, influencers, and real users to showcase products, recognizing the increasing impact of expert opinions and authentic user experiences on consumer buying behavior. Furthermore, the Company prioritizes diverse review formats—text, images, and videos—to effectively communicate each product’s purpose and benefits to the target audience.
- To increase product awareness among target customers, the Company has adopted trending online strategies, such as live streaming and affiliate marketing. These approaches aim to educate customers about our products while capturing their interest, encouraging them to make informed purchasing decisions. By leveraging interactive and accessible methods, the Company has expanded its market reach, attracting new customer groups and followers. This proactive adaptation to evolving market trends has enhanced engagement and facilitated customer acquisition.
- The Company has strengthened its presence in live commerce and e-commerce marketing by leveraging live streaming and short-form shoppable video content on platforms such as TikTok, Shopee, and Lazada. This strategy involves collaborations with KOLs (Key Opinion Leaders) and professional online sellers to create engaging product showcases and drive direct sales. Additionally, the Company ensures seamless order fulfillment by handling direct product shipments through Karmart Public Company Limited, optimizing efficiency and customer experience.
As innovations in new media rapidly transform the consumption habits of modern consumers, granting them greater access to marketing communication content, the Company places a strong emphasis on staying ahead of trends. By leading and adapting to creative and sustainable approaches, the Company aims to effectively engage its target consumers and remain at the forefront of the industry.
Target Group
The Company focuses its marketing efforts primarily on the millennial demographic, particularly individuals aged 18 to 40, who value self-care and express keen interest in beauty products while staying abreast of beauty trends. The Company strategically positions its products at a mid-range price point to ensure accessibility and enable customers to experience high-quality offerings. Target demographics vary based on the unique concept of each brand, aiming to address the diverse needs of consumers across various segments:
- Cathy Doll: Trendy, playful, and confident young professionals who seek fashion-forward beauty products to address a wide range of beauty concerns.
- Baby Bright: Teenagers and corporate workers who are beauty and health enthusiasts seeking all-natural skincare innovations that pamper and nourish the skin, as well as nutrimental cosmetics to lessen the load of chemicals on skin.
- Boya: Individuals of all ages and genders who prioritize personal grooming, particularly hair and body care.
- Jejuvita: Health-conscious young adults seeking comprehensive nutritional supplements with appealing flavors.
- Reunrom: Working-age individuals who prioritize both physical and mental health, aiming to provide lifestyle products that cater to their lifestyle preferences. For example, using fragrances to aid relaxation, alleviate stress, and create a fresh atmosphere in personal spaces. The brand remains committed to innovating wellness-driven products that resonate with evolving consumer preferences.
- Skynlab: Working adults demanding providing premium-quality products to meet various oral health concerns.
- Keumyon: Individuals with hair-related issues and who seek quality solutions at affordable price points.
- 7-Clean: Working individuals and homemakers who prioritize cleanliness and seek high-quality, family-safe household cleaning products.
- Browit: Fashion-conscious individuals seeking premium-quality makeup products to enhance their appearance, with end results resembling those hand delivered by professional makeup artists.
- THA: Modern, self-care-conscious millennials who demand makeup products that gently nourish beautiful skin.
- LipIt: Modern consumers across all age groups who struggle with lip issues and demand on-the-go, affordable, effective and high-quality lip care.
- Hair It: Young working individuals seeking effective hair care solutions that deliver premium-quality with pleasant scents for a professional-level self-care experience.
- Intimi: Individuals seeking effective solutions for intimate concerns, with a focus on premium-quality formulations designed to enhance personal comfort and confidence for a renewed sense of wellness.
- Beautilox by KMGI: Modern individuals seeking effortless yet effective skincare and makeup solutions that deliver radiant skin and flawless beauty, empowering everyday confidence with simplicity and speed.
- Dr.Niks: Individuals seeking expert-developed, clean beauty facial masks that combine the knowledge of dermatologists and influencers, ensuring safe, effective, and professional-level skincare solutions for all skin concerns.
- Catchy Nesty: Teens and students looking for fun, vibrant lip tints that provide a lively, fresh look with long-lasting color, perfect for expressing their playful and energetic style.
- ACCA by Dr.DSP: Individuals with acne-prone and sensitive skin seeking clinically tested, dermatologist-approved skincare solutions to effectively address and treat specific skin concerns, ensuring safe and reliable results.
- Dr.DSP: Individuals seeking effective dietary supplements that promote health from the inside out, backed by medical expertise and scientific research, with a focus on safe, high-quality ingredients for visible and lasting wellness results.
- Get Skin by EYETA: Individuals seeking makeup that not only enhances their beauty but also nourishes the skin, offering a diverse shade range suitable for all skin tones. With a focus on safety and skincare benefits, the brand provides a seamless blend of beauty and care in every product.